McDonald’s has unveiled the final piece of its Loaded Fries #Fryflix marketing campaign, a short film which was directed by fans of the brand on its Facebook page.

The fast food firm is claiming it had nearly 3.5m contributions to the film Loaded, which was created by VML Sydney to support the above-the-line push from DDB Sydney for the new food offering.

The six-minute long film, released on Christmas Day, sees Detective Joe Fry searching for the missing Howard Spudly, leading him to ‘The Sauce Boys’ who are linked to mysterious disappearances of local fries. So far it has had 1.2m views on Facebook.

Overall McDonald’s says it had 3,479,141 fans contributing to the creation of the film, with eight then chosen as ‘guest writers and directors’ as part of a competition to help shape the final ‘spudtacular extravaganza’, which ends with a couple munching the protagonists.

Alex Hayes is the editor of Mumbrella. He's been a journalist for more than a decade working on newspapers and websites in the UK and Australia, covering the media and marketing sector for the past four years.